B2B Case Study: ‘Making Telegraph Hill tasty to the grocery sector’
To position ‘audience first’ ad agency Telegraph Hill to brands as a leader in the food and drink sector, Velvet PR initiated a campaign that utilised its expertise and media tools to create a list of industry influencers. The campaign led to media coverage, social media interaction and new business leads.
Campaign name: Making Telegraph Hill Tasty to the Grocery Sector
Client: Telegraph Hill
PR Team: Velvet PR
Timing: May 2016
As part of its growth strategy, ad agency Telegraph Hill has set its eyes on securing new clients in the food industry. Its PR agency, Velvet, worked with it to devise a way of quickly getting on the radar of major food influencers.
Strategy and implementation:
Velvet devised a PR campaign to leverage Telegraph Hill’s internal data which allowed the agency to credibly identify the “top 50 most influential foodies” in the UK.
Those appearing in the list were ranked by their level of influence on the nation’s changing tastes, or their ability to start food trends. Celebrity chef Jamie Oliver topped the list. Online nutrition guru, ‘the Body Coach’ Joe Wicks, made the number two spot, ahead of serial entrepreneur Julian Metcalfe and ‘Great British Bake Off’ judge, Paul Hollywood.
Food bloggers, lifestyle experts, supermarket bosses and fast food delivery entrepreneurs all made their way onto the list.
Telegraph Hill carried out the analysis using its proprietary TrueScore™ tool. The tool evaluates influencers based on their real-world power, online activity, presence in traditional media (such as newspapers and TV), their reputation and their brand strength.
Velvet secured a seven-page feature in The Grocer, a substantial online hub on the magazine’s website, a full page national exclusive in The Observer, and further coverage in The Guardian, Daily Mail, Waitrose Weekend and numerous food B2B titles.
Activist Jack Monroe, Wicks and other influencers all joined the conversation driving over 3,000 shares on social channels.
A week after the story broke, a large department store chain, slimming club and various FMCG brands had approached Telegraph Hill to find out more.
The research also tipped the competition off, with over five competitor agencies downloading Telegraph Hill’s full report which details the Top 100 Most Influential People in the Food Industry.